Transmedia Perspectives

Sabiha Ghellal, Annika Wiklund-Engblom, Ann Morrison, Damjan Obal

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review


The term transmedia is often used to describe the seamless consumption of a variety of con- tent that is part of the same product across multiple delivery channels. Media convergence, divergence and transmedia are closely related and describe an evolving paradigm of content consumption. In this chapter, we address the challenge to provide a clear distinction between transmedia, convergence and divergence as separate, but intertwined concepts. The multifaceted and interdisciplinary nature of the subject necessitates respecting various interpretations of transmedia storytelling. By collecting and grouping the various perspectives that shape the understanding and expectations of transmedia storytelling, we came up with a conceptual transmedia methodology that is based on both traditional storytelling frameworks such as ‘fictional universes’ and user experience design theories. This stands in contrast to the com- mercial interpretations of transmedia storytelling, which are often based on multimedia mer- chandising solutions rather than on rich evolving storylines that run across multiple plat- forms. The evolving methodology illustrates the complexities of transmedia design, including for example interdisciplinarity, genres, and emergent production models. We focus on user experience design early in the creative writing process, replacing former methods that added transmedia patterns as if an afterthought at the end of a production cycle.
Original languageEnglish
Title of host publicationMedia Convergence Handbook : Firms and User Perspectives
EditorsArtur Lugmayr, Cinzia Dal Zotto
Number of pages15
Place of PublicationBerlin/Heidelberg
Publication date12 May 2016
ISBN (Print)978-3-642-54486-6
ISBN (Electronic)978-3-642-54487-3
Publication statusPublished - 12 May 2016
SeriesMedia Business and Innovation


  • transmedia
  • Divergence
  • multiple perspectives

Fingerprint Dive into the research topics of 'Transmedia Perspectives'. Together they form a unique fingerprint.

Cite this